When Apple introduced iOS 7, one of the new features was a section in the App Store called “Near Me.” The idea is simple: using some kind of location-based algorithm, the App Store shows you apps that are relevant to your specific area. It’s like Genius, but more specific.
Apple obviously wants people to use Near Me, as the category is given the center menu button in the iOS 7 beta App Store. The feature wasn’t enabled in earlier betas of iOS 7, but some users are now able to use it to find apps.